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Marketing Strategy

Course Code: MARK 4440
Faculty: Commerce & Business Administration
Department: Marketing
Credits: 3.0
Semester: 15 Weeks X 4 Hours per Week = 60 Hours
Learning Format: Lecture, Seminar
Typically Offered: TBD. Contact Department Chair for more info.
course overview

This course is an advanced study of the marketing function. Using analytical techniques, emphasis is placed on analysis and solution of business problems. Special attention is given to planning and positioning strategies.

Course Content

  1. Gathering market intelligence
  2. Explaining the theory and practise of marketing strategy
  3. Analyzing customers, competition, and channels
  4. Developing positioning strategies
  5. Planning the marketing program
  6. Managing the marketing mix

Methods of Instruction

Lectures will be used to introduce specific areas of study and to provide background information. Case studies will constitute the framework and focus of much of the course. Guest lecturers will complement the class sessions where possible.

Means of Assessment

Term tests  30%
Midterm examination           30%
Cases, projects  30%
Participation  10%
Total 100%


Learning Outcomes

At the end of the course, the successful student should be able to:

  1. integrate all phases of marketing into a strategic planning focus
  2. demonstrate a problem-solving approach to marketing problems
  3. apply oral and written skills in project presentations

course prerequisites

MARK 1120 and (BUSN 1330 or FINC 1231) and CSIS 1190 and (CMNS 1115 or any English UT course)

OR MARK 1120 AND currently active in one of the following:

Post-Degree Diploma in Marketing or
Post-Degree Diploma in Sales or
Post-Degree Diploma in Hospitality Marketing

curriculum guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester/year of the course, consider the previous version as the applicable version.

course schedule and availability
course transferability

Below shows how this course and its credits transfer within the BC transfer system. 

A course is considered university-transferable (UT) if it transfers to at least one of the five research universities in British Columbia: University of British Columbia; University of British Columbia-Okanagan; Simon Fraser University; University of Victoria; and the University of Northern British Columbia.

For more information on transfer visit the BC Transfer Guide and BCCAT websites.


If your course prerequisites indicate that you need an assessment, please see our Assessment page for more information.